ALGILANAN HİZMET KALİTESİ, ALGILANAN MÜŞTERİ DEĞERİ VE DAVRANIŞSAL EĞİLİMLER ÜZERİNDE ULUSAL KÜLTÜR ETKİSİ: ANTALYA’DA BİR UYGULAMA

Yıl 2014, Sayı: 2, 73 - 111, 24.11.2015

İbrahim Dörtyol İnci Varinli , Olgun Kitapcı

Öz

Ulusal kültür kavramı, bireyin sosyal çevresi ile etkileşiminden, geliştirdiği bilişsel süreçlere birçok noktada etkin bir konumda yer almaktadır. Söz konusu durumun tüketim davranışları üzerinde de etki sahibi olduğunu düşünmek yersiz olmayacaktır. Bu düşünceden hareketle, farklı algılara sahip olma potansiyeli taşıyan uluslararası tüketicilerin bu gözle incelenmesinin, algısal süreçlere ilişkin derin bulguların ortaya çıkmasına neden olacağı güdüsüyle bu çalışma hayata geçirilmiştir. Bu doğrultuda, çalışmanın temel amacı ulusal kültürün hizmet kalitesi ve müşteri değeri algısı üzerindeki etkisini ortaya koymaktır. Bu amacın yanı sıra, ulusal kültür, algılanan hizmet kalitesi, algılanan müşteri değeri, müşteri tatmini ve müşteri sadakati yapıları arasındaki ilişkilerin yönü ve kuvvetinin ortaya konması araştırmanın diğer amaçlarını oluşturmaktadır. Veri toplama süreci sonucunda kullanılabilir bulunan 307 anket formu üzerinde güvenirlik ve geçerlik analizleri uygulanmış ve hipotezlerin test edilmesi için Yapısal Eşitlik Modelinden (YEM) yararlanılmıştır. Araştırma sonuçları ilişkilerin yönünü ve kuvvetini göstermesi nedeniyle önem arz etmektedir.

Anahtar Kelimeler

Ulusal Kültür, Hizmet Kalitesi, Müşteri Değeri, Müşteri Tatmini, Müşteri Sadakati, Turizm

THE EFFECT OF NATIONAL CULTURE ON PERCEIVED SERVICE QUALITY, PERCEIVED CUSTOMER VALUE AND BEHAVIORAL TRENDS CASE OF ANTALYA

Öz

The national culture concept has an effective role for individuals in their interaction with social environment and development of cognitive processes. Therefore, it would not be irrelevant to think that this concept also has an impact on consumption behaviours. Starting from this point of view, this study is put into practice with the motive that the analysis of international customer behaviours with the potential of different perceptions would induce profound findings about perception process. In this direction, the main purpose of the study is to put forward the effects of national culture concept on service quality and customer value perceptions. Besides this purpose, exposing the ways and strengths of relationships between national culture, service quality, customer value, customer satisfaction and customer loyalty constitute the other purposes of the study. The reliability and validity test are conducted on 307 validquestionnaires and Structural Equation Model (SEM) is used to test the hypotheses. The results of the research are important because of their ability to indicate the ways and strengths of the relationships between the variables in the model.

Anahtar Kelimeler

National Culture, Service Quality, Customer Value, Customer Satisfaction, Customer Loyalty, Tourism

Kaynakça

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